Synopsis
The legal systems of the world treat species and ecosystems as OBJECTS and PROPERTY, leading to an economy coupled with the destruction of nature. To counteract this, a new Constitution was approved in Ecuador. This constitution became the first in the world to recognize the rights of ecosystems to exist, persist, regenerate and evolve. However, multinational companies continue to challenge the new laws to push for the fracking, drilling and mining of Ecuador and the planet´s ecosystems.
Strategy
We targeted local and international lawyers through a partnership with Ecuador's Bar Association and environmental organizations. And invited them to allocate their pro-bono hours in our platform.
Outcome
Today, Ecuador has become a massive contributor to the United Nations Global Sustainability Development Goals. Ranked #1 Country in Latin America in marine sites completely protected. 49% reduction of deforested areas, the highest in Latin America. Ecuador is one of the Top 3 countries in Latin America in reductions of CO2 Emissions from energy. 3850 lawyers have donated more than $202 million worth of pro-bono hours.
Execution
We developed a global recruitment campaign that enlisted lawyers and law firms form around the world into our website. Allowing them to choose from hundreds of ecosystems and species. We launched an integrated campaign with direct mailing, brochure, on site presentations and social media to raise awareness of the initiative and recruit lawyers and law firms.
CampaignDescription
We created Nature Represented, an initiative that allows attorneys and law firms from across the world to choose from hundreds of Ecuadorian ecosystems and species and allocate pro-bono hours for their legal defense.